FEWER than half of British Asian adults eat five fruit or vegetable portions daily, compared to around 56 per cent of white people, as experts warned the figures are a “wake-up call”.
Some 47 per cent of people of South Asian origin in England had the recommended amount in 2017-2018, compared to 48.9 per cent in 2016-2017.
British Asians also lag behind Chinese people, where half of the adults had their five-a-day, as well as people of mixed heritage. The data published by Sport England found that the national average among adults eating enough fruit and vegetables was 54.8 per cent.
Health experts have called for more education in schools and places of worship, with people of south Asian origin up to six times more likely to develop type 2 diabetes than white Europeans.
Dr Chandra Kanneganti, a GP in Staffordshire, told Eastern Eye: “Our staple food and diet from the Indian subcontinent is chapattis, rice and curry.
“(Some people) have not been taught about eating fruit and veg. The tradition of the meal is the case for generations.
“Health awareness is happening but not at the level we expect. We have to think about health promotions at schools during lunchtime, in mosques, temples, gurdwaras, with leaflets.
“No wonder we have higher cardiovascular risks and die earlier. It should be a wake-up call and a warning to change our lifestyle.”
The NHS has been running a ‘5 A Day’ campaign urging Britons to eat five portions of fruit or vegetables every day, which works out to around 80g per portion.
The campaign is based on advice from the World Health Organization, which recommends eating a minimum of 400g of fruit and vegetables a day to lower the risk of serious health problems such as heart disease, stroke and some types of cancer.
Tam Fry is the patron of the Child Growth Foundation and chairman of the National Obesity Forum. He told Eastern Eye: “There is no easy answer as to what should be done, apart from a policy of subsidising fruit and veg with money from levies. The Sugary Drinks Industry Levy now pays for school breakfasts and additional PE lessons and sports facilities.
“The forum would like to see further levies on “unhealthy “ food or its ingredients put to making healthier food cheaper.”
Separate figures in July showed 57 per cent of British Asians were overweight or obese in 2017-2018, lower than the national average, with the figure rising to 62.9 per cent for white Britons and 72.8 per for black people.
Dr Kailash Chand, honorary vice-president of the British Medical Association, said healthyeating campaigns should focus more on the risks of “ultra-processed foods” like ready meals.
He said: “The five-a-day is not evidence-based. Furthermore, many ultra-processed foods get a ‘one of your 5 a day’ pass on marketing claims which reveals the farce of food promotion and labelling in this country.
“Public health messaging should focus on minimising consumption of ultra-processed foods which now makes up a staggering half of the British diet.
“A simple rule of thumb is if it comes out of a packet and has five or more ingredients, it’s not a food that is part of a healthy balanced diet.”
Meanwhile, a poll this month found that many parents are confused about how to give their children a healthy diet.
The research by Boots Kids Vitamins found two-thirds of parents do not know what vitamins and minerals their youngsters need, and one in 10 admitted they had “no idea” why kids need five portions of fruit and veg a day.
Parminder Kaur, a Boots Kids Vitamins’ spokeswoman, said: “While sources like the internet have made lots of information available, there is also a lot of disinformation out there which can be hard to filter out. So, it’s not surprising there is confusion around how much we need of certain types of vitamins, or even where to get them from.”
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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